Título Consumers’ Perception of Corporate Sustainable Activities: An Analysis of the German and the Spanish Consumer
Autores Stolz J. , MOLINA SÁNCHEZ, HORACIO, RAMÍREZ SOBRINO, JESÚS NICOLÁS
Publicación externa No
Medio Developments In Marketing Science: Proceedings Of The Academy Of Marketing Science
Alcance Capítulo de un Libro
Naturaleza Científica
Web https://www.scopus.com/inward/record.uri?eid=2-s2.0-85125227658&doi=10.1007%2f978-3-319-24184-5_169&partnerID=40&md5=787f1566e11ba8ff54e55e13bf76a6d1
Fecha de publicacion 01/01/2016
Scopus Id 2-s2.0-85125227658
DOI 10.1007/978-3-319-24184-5_169
Abstract This study focuses on the consumer’s perceived corporate sustainable activities in a cross-national comparison, contrasting German (n = 486) and Spanish (n = 503) consumers. We find German respondents to perceive a higher corporate sustainable behavior and better provided sustainable communication, ascertaining the highest perception among males between 18 and 25 years in Germany. Among the Spanish respondents, males were identified to exhibit the highest perception, whereas age proved to be not an influencing factor. Demonstrating different perception levels between the analyzed countries, our results indicate a better corporate sustainability level in Germany. Findings aim to help especially multinational companies to improve their information system, segment their customer base and define their marketing strategy. © 2016, Academy of Marketing Science.
Palabras clave consumer; corporate communication; Germany; perception; Spain; Sustainable consumption
Miembros de la Universidad Loyola

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